Powering growth in organic search traffic for Miele

The mission

Miele having recently embarked on an 18 month website re-design project, required the expertise and support of MintTwist to ensure that their enterprise SEO was brought completely up to date in order to maximise the investment into the digital products.

With best practice in mind, we set about auditing the existing digital infrastructure before recommending a 12-month action plan to improve their visibility in natural search.

The report highlighted some core areas of their architecture that would yield some amazing results.

SEO audit

Working closely with the marketing teams for each product area – floor care, cooking, refrigeration and laundry. We gained insights into the core business unit strategies for the next 18 months and fed this into the audit process.

With each product area having its own set of objectives, we conducted individual research pieces that covered competitors, keywords, content, imagery.

With this complete, we compiled our recommendations, designed to meet these objectives over the medium and long term, and delivered the recommendations back to the business units.

SEO strategy

Our strategies focused on the following core areas:

• Information architecture
• Navigation
• Back-link profile
• Content
• Keyword diversification
• Internal linking
• Outreach

SEO Implementation

With the website controlled centrally from the HQ in Germany, we worked with the technical teams to ensure that the recommendations were implemented as desired.

• Back-link profile was cleaned up
• Technical work was carried out by the in-house team, supervised by MintTwist
• Content was created in partnership
• Outreach programme initiated

Backlink growth

You can see the growth in organic traffic over the last few years: